Destination BC is providing $4.2 million to support 84 tourism projects across British Columbia this year through its Co-operative Marketing Partnerships Program, to continue to foster a collaborative “Team BC” approach to tourism marketing and further support the sector as it recovers.
The program helps partners drive consumer demand and increase tourism revenues by investing resources where and when capacity exists, leveraging private and public funds to maximize marketing impact, and creating deep collaboration to enhance our collective global competitiveness as an industry, which has become increasingly crucial as global travel restarts. Initially designed to require new annual applications and matched industry funding, the program has been modified over the last three intakes to remove these requirements, in light of the impact of the COVID-19 pandemic on BC’s tourism industry.
For the last seven years the program has supported communities in every corner of the province, funding new and established marketing initiatives for both tourism destinations, and key activities such as golf, ski, mountain biking, wine touring, backcountry lodges, camping and RVing, and fishing.
Sector-based project examples include:
In addition to sector-based funding, the program also supports community consortiums: a group of communities, Indigenous communities, regions and regional districts, business associations, and other community partners who come together to collectively market their unique selling proposition that links them together. These collaborative initiatives help visitors better understand the diverse areas of the province, the unique experiences available within them, and the numerous ways to travel among them, while increasing visitation and room night revenue in shoulder seasons. Consortiums can include regional travel routes, Indigenous education initiatives, self-guided itineraries and more, such as:
Links and Resources:
Hon. Melanie Mark, Minister for Tourism, Arts, Culture & Sport
“I am thrilled to see the tourism sector ramping up for summer in B.C. – we’re already seeing an increase in flights to BC and hotel occupancy rates soaring compared to last year! The co-operative funding from Destination British Columbia will help the tourism industry flourish in communities throughout the province. This is a key pillar of B.C.’s StrongerBC Economic Plan and the Strategic Framework for Tourism, supporting people, planet and prosperity, all rooted in reconciliation. We can’t wait to welcome the world back to B.C.”
Richard Porges, CEO, Destination BC
“Collaboration has been fundamental to BC’s tourism industry over the last two years and will continue to be the driving force behind our recovery as we look to the future. The co-op marketing partnerships program – and this year’s 84 projects that are finding unique ways to showcase every corner of our province – are a quintessential example of our successful ‘Team BC’ approach to tourism marketing, which we are continuing to build and leverage for our competitive edge and collective success.”
About Destination BC:
Destination BC is a provincially funded, industry-led Crown corporation that supports a strong and competitive future for BC’s tourism industry through a combination of global marketing, destination development, industry learning, cooperative community-based programs, and visitor servicing. Destination BC receives approximately $52 million each year, out of a Provincial investment of about $140 million in BC’s tourism ecosystem as a whole. These investments help to improve the visitor experience, support businesses and communities, and strengthen BC’s worldwide reputation as a destination of choice. For more information about Destination BC’s programs and services, please visit: http://www.DestinationBC.ca/
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